Email Marketing: Strategy and Tactics Masterclass: 20 May 2024

In this 2-day course you'll go step by step through the planning, creation and delivery of high quality email campaigns. Learn how to get better response, more conversions and higher ROI. Gain the confidence to optimise all aspects of your email marketing.

During this course you will learn to:

• Evaluate the use of email and set the right objectives for your business
• Understand the importance of good data, testing and of measuring results
• Understand the influence of design and copy
• Explore opportunities for harnessing technology and wider channels
• Develop the right segmentation and targeting strategies for your audiences

Course Details:

An introduction to email marketing

• Understand the role of email marketing.
• Evaluate the use of email marketing as a tool.
• Assess the strengths and weaknesses of email marketing.

Developing an email marketing strategy

• Identify who you should send your emails to.
• Plan when you should send your email.
• Understand what to include in your email.
• Understand where the resources come from and why you are sending your emails.
• Identify your goals and messaging strategy.

What is an email list and how do you grow one

• Understand the sign up form.
• Learn how to gain valuable data about your subscribers.
• Learn to drive traffic to your sign up form.

Triggered and automated emails

• Learn the benefits of automation.
• Understand the technical requirements for automation.

Optimise your design and structure in your email campaign

• Understand the design requirements for different media.
• Learn how to optimise email for mobile.
• Identify wireframes and useful templates for your emails.

Create engaging content in your email campaigns

• Learn to write clear and persuasive copy.
• Learn how to make your content stand out.
• Understand how to use imagery in your emails.

Preparing to go live

• Identify the factors affecting email delivery.
• Understand filters and white lists.
• Learn how to keep your data clean and to high quality.

Optimising your email campaign

• Understand what, when and how to measure.
• Understand how to optimise list growth.
• Learn to set up a test plan.

Who Should Attend?

This course is designed for marketers responsible for the planning or implementation of email campaigns who want to improve results through the use of best practice tools and techniques. This course is suitable for those new to email as well as those who are already working in email.

Previous delegates include:

• Senior Marketing Manager (The Sanctuary)
• Senior Planning Executive (EDF Energy)
• International Marketing Executive (Harrods)

Tutor:

Natalie Rockall
Natalie Rockall is the founder of Eleven11 Digital Ltd and is a freelance email marketing specialist, providing email marketing consultancy and training to organisations within the UK and abroad.

She has over 16 years of email marketing and CRM experience in small and large organisations such as The Body Shop, Eurostar, easyJet, MORE TH>N Insurance and EDF Energy, to name a few. Having held email specialist roles in client side organisations Natalie has hands on experience of both creating email strategy and implementing the required tactics to achieve email success.

She has spoken at the Email Insider Summit Europe event and has judged at both the DMA and DotDigital Dotties Email Marketing Awards.

Other Details:

• Location: Virtual Classroom
• Member Price: £720
• Non-member Price: £850